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Western Europe B2C E-Commerce Market 2019

Western Europe B2C E-Commerce Market 2019

B2C E-Commerce in Western Europe approaching maturity

B2C E-Commerce leaders in Western Europe
Among Europe’s sub-regions, Western Europe has the highest B2C E-Commerce sales, according to the data cited in the yStats.com report. The top three countries in this region, the UK, Germany, and France also rank among the ten largest online retail markets worldwide as of 2019. The online share of retail sales in the countries of Western Europe is advanced, led by the UK with nearly 20% as of 2019. As a result, B2C E-Commerce sales in the top five markets of Western Europe are projected to see declining growth rates through 2022.

Western Europe’s top online retailers
Despite the slow-down, digital commerce is still projected to outpace brick-and-mortar sales and achieve an even higher share of overall retail market over the next four years. Store-based retailers are investing in ramping up their E-Commerce and omnichannel efforts in order to stand up to the growing pressure from online pure-play retailers and marketplaces. Amazon is the overall E-Commerce market leader in Western Europe, generating the highest online sales in the UK, France, Germany, Italy and Spain. Other prominent market players include Amazon’s US rival eBay, Germany-based Otto Group and Zalando, France’s Cdiscount and Vente-Privee, and UK’s multichannel merchants Sainsbury’s and Tesco. Moreover, amidst the growing cross-border online shopping trend, China-based AliExpress is gaining popularity among Western European digital buyers.


1. Management Summary
2. Regional Overview
B2C E-Commerce Sales in Europe, in EUR billion, and Year-on-Year Change, in %, 2013 - 2019f
Breakdown of B2C E-Commerce Sales in Europe by Sub-Regions, in %, 2018
Retail E-Commerce Sales in the EU5, in USD billion, and Year-on-Year Change, in %, 2018-2022f
Top 10 Countries Worldwide by Retail E-Commerce Sales, in USD billion, by Canada, China, India, Germany, France, Japan, Russia, South Korea, the UK, the USA, 2018 & 2019f
Retail E-Commerce Sales in the EU5, in USD billion, by Country, 2019f
Top Product Categories Purchased Online, in % of Online Shoppers in the EU, 2018
Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
Internet Penetration in the EU, by Country, in % of Individuals, 2012 – 2018
Online Shopper Penetration in the EU, by Country, in % of Individuals, 2012 – 2018
Cross-Border Online Shopper Penetration in the EU, by Country, in % of Online Shoppers,
2017 & 2018
Product Categories Purchased Online, in % of Individuals, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Spain and the UK, May 2018
Payment Methods Preferred in Online Shopping, in % of Online Shoppers, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Spain and the UK, May 2018
Breakdown of Maximum Acceptable Delivery Times, in % of Online Shoppers, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Spain and the UK, May 2018
3. UK
3.1. Trends
B2C E-Commerce Market Overview and International Comparisons, September 2019
M-Commerce Sales, in GBP billion, 2019f & 2024f
Key Figures about Click and Collect, incl. Click & Collect Growth Rate, 2018-2023f, Click & Collect Sales, in GBP billion, 2023f, Click & Collect Share of Total E-Commerce Sales, in %, 2023f, Clothing and Footwear’s Share of Click & Collect Sales, in %, 2018, Click & Collect Customer Satisfaction Rate, in %, 2018, and Share of Customers Who Bought an Additional Item When Collecting an Order, in %, 2018
Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and from the Rest of the World, in % of Online Shoppers in the UK, 2013 - 2019
3.2. Sales & Shares
Retail E-Commerce Sales, in GBP billion, and Share of Total Retail Sales, in %, 2017 – 2023f
Retail E-Commerce Sales, in GBP billion, 2018 & 2023f
B2C E-Commerce Share of Total Retail Sales, in %, 2013 – 2018 & Q1-Q2 2019
3.3. Internet Users & Online Shoppers
Number of Internet Users, in millions, and Penetration, in % of Adults, by Frequency of Use, 2013 - 2019
Online Shopper Penetration, in % of Adults, 2013-2019
Online Shopper Penetration, in % of Adults, by Age Group and Gender, 2013 - 2019
Breakdown of Frequency of Shopping Online During a Three-Month Period, in % of Online Shoppers, by Age Group and Gender, 2019
Breakdown of Online Spending During a Three-Month Period, in GBP, in % of Online Shoppers, by Age Group and Gender, 2019
3.4. Products
Product Categories Purchased Online, in % of Adults, 2019
Online Grocery Sales, in GBP billion, 2018, 2019f & 2023f
3.5. Payment
Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
Share of Online Shoppers Who Want Merchants to Offer a Range of Payment Options, in %, July 2018
3.6. Delivery
Delivery-Related Reasons for Shopping Cart Abandonment, in % of Online Shoppers Who Abandoned a Shopping Cart for a Delivery-Related Reason, 2018
3.7. Players
Top 10 E-Commerce Websites by Audience Reach, in % of Internet Users, September 2018
Breakdown of Frequency of Purchasing from Amazon, in % of Consumers, February 2019
4. Germany
4.1. Trends
B2C E-Commerce Market Overview and International Comparisons, September 2019
Devices Used for Shopping Online, in % of Online Shoppers, 2017 & 2018
Breakdown of Research and Purchase Channels Used, in % of Consumers, 2015, 2019e & 2021f
Breakdown of Awareness of Click & Collect, in %, 2018
4.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, by Three Comparative Estimates, and CAGR, in %, 2017 – 2023f
B2C E-Commerce Share of Total Retail Sales, in %, by Two Comparative Estimates, 2017 - 2023f
4.3. Internet Users & Online Shoppers
Number of Internet Users, in millions, and Penetration, in % of Individuals, 2012 – 2018
Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2012 - 2018
4.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
B2C E-Commerce Sales, by Product Category, in EUR billion, 2017 & 2018
4.5. Payment
Breakdown of B2C E-Commerce Product Sales by Payment Methods, in %, 2017 & 2018
4.6. Delivery
Criteria Applied to Choosing an Online Shop to Buy From, in % of Online Shoppers, 2018
4.7. Players
Breakdown of B2C E-Commerce Sales by Player Type, in %, 2018
Amazon’s Market Share of B2C E-Commerce Sales, in %, 2018
Top 10 Online Shops, by Sales, in EUR million, 2018
5. France
5.1. Trends
M-Commerce Share of B2C E-Commerce Sales, in %, 2014 - 2018
M-Commerce Share of Retail E-Commerce Sales, in %, 2019f
Devices Used for Shopping Online, in % of Online Shoppers, 2018
5.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2016 - 2019f
B2C E-Commerce Share of Retail E-Commerce Sales, in %, 2018
Retail E-Commerce Sales, in EUR billion, and Share of Total Retail Sales, in %, 2017 – 2023f
5.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
5.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
5.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
Breakdown of B2C E-Commerce Sales by Payment Methods, in %, 2018
5.6. Delivery
Delivery Methods Used in E-Commerce, in % of Online Shoppers, 2018
5.7. Players
Online Merchants’ Share of Total B2C E-Commerce Websites and B2C E-Commerce Market Sales, by Annual B2C E-Commerce Turnover, in %, 2017 & 2018
Top 5 E-Commerce Websites by Number of Monthly Visitors, in millions, Q1 2019
Top 10 Online Shops, by Sales, in EUR million, 2018
6. Spain
6.1. Trends
Devices Used for Shopping Online, in % of Online Shoppers, June 2019
Breakdown of Research & Purchase Channels Used, in % Online Shoppers, June 2019
6.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, and Year-on-Year Change, in %, 2015 - 2019f
B2C E-Commerce Share of Retail Sales, in %, 2018 & 2022f
6.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
6.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
6.5. Payment
Payment Methods Used in E-Commerce, in % of Online Shoppers, 2017 & 2018
Breakdown of Factors Most Important in Online Payment Methods, in % of Online Shoppers, October 2018
6.6. Delivery
Factors Most Important to Customer Satisfaction in E-Commerce, in % of Online Shoppers, June 2019
6.7. Players
Top 10 Online Shops, by Sales, in EUR million, 2018
Top 5 Online Shops by Number of Orders, in millions, 2018
7. Italy
7.1. Trends
M-Commerce Sales, in EUR billion, and M-Commerce Share of B2C E-Commerce Sales, in %, 2017 – 2019f
Cross-Border Imports Share of B2C E-Commerce Sales, in %, 2018e
7.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2015 – 2019f
B2C E-Commerce Share of Retail Sales, in %, 2018 & 2019f
7.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
7.4. Products
Breakdown of B2C E-Commerce Sales by Products and Services, in %, 2015 – 2019f
B2C E-Commerce Sales by Category, by Products and Services, in EUR million, and Year-on-Year Change, in %, 2018 & 2019f
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
7.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
Breakdown of the Number of Online Purchase Transactions by Payment Methods, in %, Q1 2018
7.6. Delivery
New Delivery Options Introduced, in % of E-Commerce Companies, 2018
7.7. Players
Top 10 Online Shops, by Sales, in EUR million, 2018

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